Conde Nast’s brand new magazine LOVE launched this week, hugely anticipated and aiming to shake up the failing fashion publishing industry, it was something we just had to get hold of. So much to our surprise when we got our hands on one of the first copies and it really was an anti-climax.
If you know POP magazine then you might see some similarities with LOVE, why? Because it seems that Conde Nast couldn’t buy POP so instead, they bought the staff. Namely Editor-In-Chief, Katie Grand.
The front cover bares a naked Beth Ditto, something that while looks great, isn’t as fresh as you think, with NME going for a very similar cover only last year. The amount of adverts is also astonishing. Being used to the approximate 25 pages of adverts in Vogue before you begin the magazine, but the first issue of LOVE a supposed more contemporary mag in rival to Dazed & Confused or I-D has 45 ad pages before a masthead appears and a monstrous 75 ad pages before the mag actually begins (thats nearly a third of the magazine content-less).
Inside the layout is contemporary yet a little pedestrian, although the big names are all there. Iggy Pop, Kelly Brook, Pixie Geldof, Kate Moss, Pam Hogg and more. Nothing really stands out, nothing jumps off the page screaming for a closer look. We’re not saying LOVE is bad by any stretch but it isn’t amazing either, feeling like another mid-range, mid-placed magazine.
In fact like a much respected fashion editor said to me at London Fashion Week only a few days ago, LOVE magazine is much like the real thing. On the outside it looks great but once you get into it, you find it is not quite what you expected and a bit of a let down.
LOVE has some really strong competitors, VOLT magazine in the UK has always been a favourite of ours, namely for its blow-you-away imagery and manifesto “something to be treasured and admired”, rethinking the magazine concept into an A3 format that is unbound and ready to be framed. Along with magazines such as Dazed & Confused churning out provocative photo shoots like the one shown above featuring Pixie Geldof and Alice Dellal we’re left wondering whether LOVE might need a bit of a re-think for the second issue.
Posted from Stylenoir www.stylenoir.co.uk
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